WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace Hardcover – Dec 29 2010
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About the Author
Don Tapscott is an internationally renowned speaker and the bestselling author of The Digital Economy and co-author of Blueprint to the digital Economy, Paradigm Shift, and Who Knows. He is chairman of the Alliance for converging Technologies which represents the collaborative effort of ca. 40 of the world's leading technology, manufacturing, and retail organizations. He is also the president of the New Paradigm Learning Corporation.
Top Customer Reviews
My take is that the most powerful brands, wikibrands, are those that create multi-dimensional participation and multi-sensory experience in co-creation with an organization's most loyal and most engaged customers. "In a connected world and cluttered marketplace," Moffitt and Dover note, "brands are tapping into the instinctual human need for genuine participation, peer-to-peer dialogue, and shared media to survive and thrive." They explain how to "get true brand engagement, customer experience, and social collaboration into the very nucleus of an organization and not leaving them hanging out on the periphery." They make it crystal clear that this is not a marketing opportunity; rather, this is a business opportunity. "It's a big, cultural driving force...a pragmatic road map for winning in the current marketplace."
As I worked my way through the lively and eloquent narrative, these are among the portions that attracted my attention in Chapters 3-8.
o "The Seven Divides: Compelling Reasons to Change" (Pages 21, 23, 25-30)
o "Top Factors in the Changing Importance of Social Media, Word of Mouth, and Community Building (Figure 2.Read more ›
The structure of the book is set up nicely and takes one through the benefits of adopting a Wikibrand strategy, the steps required to change company mentality regarding the traditional customer, the FLIRT Model which gives insight into how to build a Wikibrand, and ways to maintain your Wikibrand once cultivated. Examples throughout the book really bring the tools and models to life. The book also addresses measuring social media effectiveness; a hot topic amongst marketers today.
I would highly recommend this book to business executives and marketers alike who are looking to understand and embrace this new wiki-customer which requires a fundamental change in how customers are approached. Engaging 'with' and not 'at' customers really is key.
I liked some of the tools highlighted in the book - like the 11 C's of building communities, and their good perspective on the different influential abilities of different customers (contributors, creators, evangelists, etc). Lastly, their comments on measurement were very important. Everyone is jumping on the social media bandwagon, and all smart companies are there ' but most DON'T HAVE A CLUE as to what strategies are working and what are not. Measuring effectiveness of Social Media marketing is the next BIG thing.
Most Helpful Customer Reviews on Amazon.com (beta)
Mostly it was inspiring because I like marketing and social media and this book is at the intersection of those fields. It inspires me to remain active in Social Media. Sometime the Time Management Guy in me questions if it is a good use of time.
I love branding. Al Ries is one of my brand heros. He talks a lot about positioning. Wikibrands talks about the impact of social media on this positioning.
Wiki Brands reinforces that the web has given great power to the consumer. Consumers now can own the media through tweets and blogs. Companies need a keen awareness that what they do will be reported on. "Social media acts an accelerant for good news about the brand as well as for bad."
And online dialogue is now a two way street. The web speeds things up so responsiveness is key.
Companies do not own their brand, consumers in the internet age do. All companies can do is "help" guide and transparently contribute to help the brand move the right direction.
Marketing cannot fix a bad product. Working first on product and service excellence should be the primary goal of any company.
Wikibrands has a practical list of things companies can do to support an online community including:
"Ability to join a VIP circle
Access to an exclusive channel or influence
Access to exclusive resources
Chance for gaining wider fame
Recognition by the company
Recognition by pers
Sense of we-ness versus the rest of the population "
It is a good book. Worth reading.
Contents: The Birth of Wikibrands; The Wikibrands Rallying Cry; A Wikibrand Roadmap; The Six Benefits of Wikibrands; A Wikibrand Culture; Focus; Language and Content; Incentives, Motivations, and Outreach; Rules, Guidelines, and Rituals; Tools and Platforms; Community Development; Internalizing Community and Channeling Tom Sawyer; Community Management; Measurement and Metrics; The Personal Wikibrand; The Future; Reference Guide; Endnotes; Index
The early chapters start with the birth of the wikibrands movement, where businesses are experiencing a shift in their mindsets concerning how they engage their customers. As they show, this is not simply a marketing or public relations issue. Nor is it the use of a specific technology or social media site. Moffitt and Dover provide, in WIkibrands, a strategy, a guide for execution, which is as relevant to the business leader as it is for those that work in marketing, advertising, or customer service. The execution comes in the form of their FLIRT Model, which stands for Focus, Language and Content, Incentives, Rules, and Tools. Following their model, anyone can build their wikibrand in a very effective manner. It can also be used to critique your current efforts and provide a solid method for improvement. Moffitt and Dover spend quite a bit of time on the Community. This is where you win or lose your most precious asset; the people that love your product or brand. None of their advice will be taken seriously if there are no measurements or metrics of success. Thankfully, they provide excellent advice in this department, more than simply looking at Google Analytics on a daily basis. Finally, for those that have personal brands, and that should be everyone, As the authors state at the beginning of that chapter, the personal wikibrand is "what they say about you when you're not in the room." In this chapter, they look at LinkedIn, Twitter, and Facebook. Examples of successful personal wikibrands, the authors examine Robert Scoble and Guy Kawasaki.
Wikibrands is a very engaging book; throughout, there are excellent examples of wikibrand companies that drive their point which connects the reader to the idea. Authors Moffitt and Dover write a very accessible book, one that is easily understood and provides actionable activities. This is a book that should be required reading for the marketing department, especially if they are working in the social area. If you aren't reading it, you can bet that your competition is. Even some of your customers may be reading it, which may not bode well for you if they are looking for engagement and you are not providing it. Finally, the chapter on The Personal WIkibrand is of value to everyone who uses LinkedIn, Facebook, and Twitter. Overall, Wikibrands is an excellent book, the standard by which companies will be judged in the social space, the engagement of their customers, leveraging of their communities, and whether they have achieved a mutually rewarding goal with their customers.
Obtained from: Publisher
Sean and Mike have done an excellent job of providing business leaders, at all levels, with the key ingredients and observations to improve your business today. Forget general observations on how the world is changing and you should change too, they have provided everything from valuable market research, confidential marketing tactics, company policy to getting key stakeholder buy-in.
If you need either strategy or tactics to win buyers attention then you will get plenty of tools, tips and proven results. This book is filled with great, helpful content along with very targeted observations from credible sources. One of my favorites is the concerning fact that "80% of business executives believe they are doing a good job building customer relationships, while only 8% of their customers agree."
Wikibrands does not throw out all contemporary market knowledge to replace it with new whiz bang tools but provides a smart, balanced approach for both transition and complementing both the "old" and "new".
Be sure to tag the pages that contain their practical FLIRT approach to building your effective and engaged brand.
One of the best catch all books I have read on community engagement and creating a progressive, future-proof business. I highly recommend this book for all business leaders and managers. While I have read the book, like you, it will take much longer to digest all the great content and implement the mountain of information and recommendations contained. Add this book to your professional library and enjoy the benefits immediately. Don't forget to visit the website too.
One of the consequences of this fast approaching tipping point is that companies can no longer deny that social networking is an important, if not the most important, channel for business today. Wikibrands: Reinventing Your Company in a Customer-Driven Marketplace by Sean Moffit and Mike Dover highlights the significance of the unseen signs and explains why and how companies need to revolutionize their ways of thinking and acting in one of their most important business responsibilities, branding.
The authors convincingly demonstrate that participation in social networks is the new work of branding and that success in this new direction is only possible if companies abandon their longstanding conventional wisdom about how they build their brands. That's because, in a wiki world, networks are smarter and faster than hierarchies. Broadcast advertising is no match for well-organized and networked customers who can virally tarnish the images of companies when their commercial words do not match their day-to-day behavior - a lesson learned the hard way by Dell, Wal-Mart and Sony.
As the authors point out, "Social tools have put a bull horn in the hands of the masses." Thus, the most significant influences on consumer purchase decisions are no longer fancy or witty advertisements, but rather word-of-mouth recommendations from social network communities. If companies want to impact the perceptions of their products, they have to enthusiastically join these communities and become part of the conversation.
Wikibranding is a paradigm shift that aligns with the new realities of our wiki world by shifting the focus of branding from top-down consumer communication to peer-to-peer network collaboration. Wikibranding is the innovative marketing discipline derived from the fundamental notion that "the brand has evolved from being an image to becoming a relationship."
The hard part of this shift is that business leaders have to give up the notion that their companies can control their brands. A key attribute of the new business reality is that, with the growing power of social networks, it is the customers who now determine the reputation of a brand. That's because, in the wiki world, the power to connect is greater than the power to control.
Wikibranding recognizes that the key to influencing branding is for business leaders to acknowledge that customers are now an integral part of their organizations and that they need to get to know and actively collaborate with these unfamiliar stakeholders. In fact, the authors contend, brand influence in the wiki world is only possible if companies embrace the radical principle that sustained success comes from "putting your customers before your company." They amplify this innovative notion with practical examples from successful companies such as Starbucks, Zappos, IBM, Amazon, Best Buy, and Intuit, among others.
Companies that practice the new discipline of Wikibranding organize their businesses around the philosophy that the customers know best. They embrace the new tools of social networks to build relationships with their customers and co-create their brands. The days when the companies could control brand perception are quickly fading away. In the wiki world, customers really do know best, which is why everyone who works in a business needs to read this book.
Author, Leadership in a Wiki World: Leveraging Collective Knowledge to Make the Leap to Extraordinary Performance
Their book Wikibrands is exactly what you'd expect from two awesome talented guys. It a must-read for anyone working in social media and/or branding. Specifically, the content is great with a great mix of philosophical, traditional analysis, examples, and clear recommendations.
I have to say this is the best format of any book I've read in awhile. Most pop business books can be tough to read in my ADD-brain. Each chapter and page is clearly laid out with clear short sections and actionable bullet items. This makes it really easy to pick up and read specific sections. And also to use as a reference book in the future.
Disclosure - Yes, I'm biased as they included my company (GovLoop) in the book in Chapter 13. But we've been featured in a number of books and this is one of the best.
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